UGG: 40 YEAR ANNIVERSARY
ugg steps into the new wild
To mark their 40th anniversary, UGG wanted to launch a fresh global look for the brand.
The campaign was a fiercely unapologetic tribute to ‘stepping into the new wild’, imploring audiences to find their boldest selves.
To bring this invitation to life, and to celebrate UGG’s California heritage, we leaned into the often-messy but always beautiful intersections of the California to create a more surreal, yet grittier vision of the West Coast.
To front the campaign, UGG tapped model/activist Adwoa Aboah, fashion trailblazer Heron Preston, digital world-blender Lil’ Miquela, and style influencer Luka Sabbat.
We partnered with iconic visual artist and photographer
Erik Madigan Heck to create our surrealist world.
Bold, fiercely individual and unapologetic, these icons embodied a new direction for the brand.
BOLD. ICONIC. IN THE WILD.
The campaign found a home in high-visibility fashion editorials like Vogue and Hypebeast, experiential out-of-home placements in New York, London and LA (including Times Square), as well as in-store and on social.
the team
Tahirah Edwards-Byfield, Senior Writer
Jessica Lasher, Senior Art Director
Veronica Reo, Senior Art Producer
Natasha Cirisano, Designer
Rob Teague, Creative Director
